five people texting on phones

Texting is the New Email: How to Communicate with Today's Parents

By Sierra Rossing on Jan 20, 2021 3:24:02 PM

It’s no secret that Millennials are quickly becoming the world’s most numerous generation; and the number of Millennials who are becoming parents is growing. In fact, a recent study conducted by the Pew Research Center found that 80% of today’s parents to children under the age of 12 are Millennials. So, how do you communicate best with a generation that grew up in the digital age?

Know Your Audience

In the childcare industry, it’s essential to understand your target audience and design your message and brand to appeal to them. Now that you know Millennials make up such a large portion of today’s parents, you can adapt your communications to meet their needs. For example, a survey performed by The Wall Street Journal found that many Millennials see phone calls as “overly intrusive, even presumptuous”.

Millennials Prefer Texting

In contrast, it’s estimated that 60% of millennials like to communicate with businesses via text messaging. Millennials feel text messaging is less invasive than phone calls and provides a more personal touch than other forms of communication, such as email. Childcare centers that use text to communicate see higher and faster response rates. Compared to email, open rates for texts are as high as 98%, and on average it only takes 90 seconds for someone to respond to a text

Another important part of text messaging’s appeal to the Millennial audience is largely based on convenience, speed and flexibility. Text messages such as tour scheduling reminders and payment reminders are a great example of this. Almost half of the millennials surveyed by Chief Marketer —48%—said they prefer to receive notices about payment information through text, while more than half preferred to receive appointment reminders through their mobile device.

Check out this infographic for more information on texting!

Tips for Effective Text Messaging

Once you decide to start using text communications as part of your engagement and marketing strategies, it’s important that you use a few simple tactics to ensure your messages are as effective as possible.

  1.  Keep messages short and to the point. Texts are viewed on smaller screens than most emails so the shorter the message, the better.
  2. Keep the tone friendly, rather than too formal. Texting a parent or guardian is a more personal communication than emailing so they expect the tone to match the channel of communication.
Have fun with it! One of the great things about texting is that you can easily use emojis to express emotions and make your text look more appealing and friendly. Emojis have been proven to boost engagement and response rates. And they are a simple and easy way to add personality to your communications.


Start using text messaging to communicate with prospective parents. With ChildcareCRM, you can send and receive text and email messages from a central location. Our new emoji feature includes all the iOS emojis your parents have come to know and love for communications. Schedule a demo to see it in action!


Sierra Rossing

Written by Sierra Rossing

Sierra Rossing is experienced in Content Marketing with a proven track record in marketing strategy, graphic design, copywriting, and social media management. Sierra attended the University of North Texas where she graduated with a Bachelor of Arts in Communication Studies and a minor in Spanish. Sierra is passionate about helping to grow companies and guiding them as they build their brand and establish their marketing message within their desired marketplace.

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